About this Course
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Approx. 11 hours to complete

Suggested: 4 weeks of study, 2-4 hours/week...


Subtitles: English

Skills you will gain

Social MarketingSocial Media MarketingSocial MediaInfluencer Marketing

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 11 hours to complete

Suggested: 4 weeks of study, 2-4 hours/week...


Subtitles: English

Learners taking this Course are

  • Marketing Specialists
  • Community Managers
  • Marketing Managers
  • Executive Assistants
  • Marketers

Syllabus - What you will learn from this course

2 hours to complete

Big Data

7 videos (Total 34 min), 7 readings, 1 quiz
7 videos
Social Data Flows from a Single Source5m
Data Extraction from Social Documents6m
Accuracy of Text Analysis2m
Data Extraction from Photos and Videos7m
Accessing and Using the IBM Cloud System [for free!]4m
Sign up for Lexalytics Semantria2m
7 readings
Welcome to MOOC 2!10m
Meet Your Instructors10m
Grading and Logistics10m
Social Marketing Toolkits10m
Course Bookstore10m
Special Tools and Information for You10m
Having Problems with IBM and Lexalytics?10m
1 practice exercise
Quiz 110m
2 hours to complete

Big Information

11 videos (Total 88 min), 3 readings, 1 quiz
11 videos
Free Influencer Analytics Tools 2018 - Followerwonk, Buzzsumo & Instagram Search6m
Free Keyword & Pay Per Click Analytics Tools 2018 - KWFinder, Socialert & Google Adwords10m
Free Hashtag Analytics Tools 2018 - Ritetag, Hashtagify.me & Keyhole.co6m
Free Search Analytics Tools 2018 - Google Trends, Answer the Public & BoardReader6m
Free Content Analytics Tools 2018 - Buzzsumo, Mashable, Alltop, Channel Crawler & ListenNotes6m
Bonus - IBM Institute for Business Value - Free Resource for Technology Information1m
Social Monitoring4m
Salesforce Social Studio - formerly Radian610m
Social Marketing Toolkit Pt. 1b - Lexalytics Worksheets15m
Social Marketing Toolkit Pt. 1c - Analyzing Content12m
3 readings
The How-to Section10m
Change is constant! Please read before doing social analytics10m
Lexalytics Links10m
1 practice exercise
Quiz 26m
3 hours to complete

Big Insights

7 videos (Total 42 min), 3 readings, 2 quizzes
7 videos
Transforming Data to Information5m
IBM Cloud - Assessing your Personality based on your Twitter activities - See Resources for Links to this System2m
New Bitly Instructions10m
IBM Cloud Visual Recognition System3m
IBM Cloud Tone Analyzer3m
Peer Review Assignment Step by Step12m
3 readings
Question for Discussion about your Twitter Personality Profile from IBM10m
IBM Cloud Celebrity Analyzer10m
Hearing Your Target Market through Social Tools10m
1 practice exercise
Quiz 34m
1 hour to complete

Real-Time in Action

6 videos (Total 36 min), 3 readings, 1 quiz
6 videos
Engagement Strategies7m
Building Social Relationships7m
Taco Bell War Room5m
Crisis Management10m
Social Insights for Content Strategies4m
3 readings
A Visit to Taco Bell Headquarters10m
Download the Lecture Video Slides10m
What Comes Next?10m
1 practice exercise
Quiz 48m
222 ReviewsChevron Right


started a new career after completing these courses


got a tangible career benefit from this course


got a pay increase or promotion

Top reviews from The Importance of Listening

By WLMay 26th 2018

I am enjoying the journey. I anticipate being a better digital marketer than ever before. Thank you for helping me to be better all the way around: personally, academically, and professionally.

By AFNov 5th 2017

This course is great because you get hands on experience with social listening tools. If you work in social media marketing and want to know more about listening, this class is worth the time.



Randy Hlavac

Northwestern University & CEO of Marketing Synergy, Inc

About Northwestern University

Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries. ...

About the Social Media Marketing Specialization

In a 2018 survey of businesses, Buffer found that only 29% had effective social media marketing programs. A recent survey of consumers by Tomoson found 92% of consumers trust recommendations from other people over brand content, 70% found consumer reviews to be their second most trusted source, 47% read blogs developed by influencers and experts to discover new trends and new ideas and 35% used blogs to discover new products and services. Also, 20% of women who used social considered products promoted by bloggers they knew. Today, businesses and consumers use social media to make their purchase decisions. Created in 2014, this Specialization is updated every quarter to ensure you are receiving the most up-to-date training. The Social Media Marketing Specialization is designed to achieve two objectives. It gives you the social analytics tools, and training to help you become an influencer on social media. The course also gives you the knowledge and resources to build a complete social media marketing strategy – from consumer insights to final justification metrics. In each course, you will also receive special toolkits with timely information & when you pay for the Capstone, you receive a market planning toolkit. Each of the individual courses can be audited for free. To see more, visit each course: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social....
Social Media Marketing

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.